RT Journal Article
SR Electronic
T1 Examining Effects of Advertising Campaign Publicity in a Field Study
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 171
OP 182
DO 10.2501/S0021849906060259
VO 46
IS 2
A1 Hyun Seung Jin
A1 Xinshu Zhao
A1 Soontae An
YR 2006
UL http://www.journalofadvertisingresearch.com/content/46/2/171.abstract
AB Previous experimental research found that the pre-exposure of publicity about advertisements has two distinct but related effects in advertised brand recall: (a) a facilitative effect on publicized brands and (b) an inhibitive effect on nonpublicized brands. We speculate that publicity effects exist beyond the controlled experiments. In this article, we used a field study to investigate the effects of publicity messages related to the commercials aired during three Super Bowl games. We found that publicity had a positive impact on the memory of subsequent advertisements for both recall and recognition, but publicity effects were more evident in recall than in recognition.